ULMS Electronic Module Catalogue |
The information contained in this module specification was correct at the time of publication but may be subject to change, either during the session because of unforeseen circumstances, or following review of the module at the end of the session. Queries about the module should be directed to the member of staff with responsibility for the module. |
Title | RELATIONSHIP MARKETING | ||
Code | MKIB362 | ||
Coordinator |
Dr S Cartwright Marketing (ULMS) Severina.Cartwright@liverpool.ac.uk |
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Year | CATS Level | Semester | CATS Value |
Session 2023-24 | Level 6 FHEQ | First Semester | 15 |
Pre-requisites before taking this module (other modules and/or general educational/academic requirements): |
MKIB153 FUNDAMENTALS OF MARKETING |
Modules for which this module is a pre-requisite: |
Programme(s) (including Year of Study) to which this module is available on a required basis: |
Programme(s) (including Year of Study) to which this module is available on an optional basis: |
Teaching Schedule |
Lectures | Seminars | Tutorials | Lab Practicals | Fieldwork Placement | Other | TOTAL | |
Study Hours |
24 |
6 |
30 | ||||
Timetable (if known) | |||||||
Private Study | 120 | ||||||
TOTAL HOURS | 150 |
Assessment |
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EXAM | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Assessment 2: Written Examination Assessment Type: Written Unseen Examination, Managed by SAS Duration: 2 hours Weighting: 50% Reassessment Opportunity: Yes Penalty for Late Submission: St | 2 | 50 | ||||
CONTINUOUS | Duration | Timing (Semester) |
% of final mark |
Resit/resubmission opportunity |
Penalty for late submission |
Notes |
Assessment 1: Group Presentation (online presentation) Assessment Type: Practical Assessment Duration/Size: 20 mins and 5 mins for pre-determined questions (1 question per student) Weighting: | 25 | 50 |
Aims |
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To understand and evaluate the theories, arguments and schools of thought that advocate the creation of mutually beneficial longer-term relationships between suppliers and customers. To develop an understanding of relationship marketing strategies, customer equity and the 'total customer experience'. To understand the concepts of market-based and network-based relationship marketing. To develop an awareness of the connections between relationship marketing and related areas such as direct marketing and customer relationship management. To provide a mechanism for integrating marketing, operations management and human resource management literatures. |
Learning Outcomes |
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(LO1) Students will be able to define relationship marketing and critically evaluate the arguments that advocate relationship marketing as a paradigm shift in marketing. |
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(LO2) Students will be able to demonstrate understanding of the main theories of relationship marketing. |
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(LO3) Students will be able to critique the relationship marketing strategies of organisations |
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(LO4) Students will be able to critically appraise relationship marketing in business-to-consumer (B2C) and business-to-business (B2B) organisations |
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(S1) Resilience & Adaptability |
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(S2) Problem solving skills |
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(S3) Commercial awareness |
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(S4) Teamwork |
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(S5) Organisational skills |
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(S6) Communication skills |
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(S7) Digital Fluency |
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(S8) Global Awareness |
Teaching and Learning Strategies |
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Teaching Method: Seminar Skills/Other Attributes Mapping Skills / attributes: Resilience & Adaptability Skills / attributes: Problem solving skills Skills / attributes: Commercial awareness Skills / attributes: Teamwork Skills / attributes: Organisational skills Skills / attributes: Communication skills Skills / attributes: Digital Fluency Skills / attributes: Global Awareness |
Syllabus |
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Module overview/assignment; Origins and history of Relationship Marketing; Service-dominant logic; Customer experiences; Customer satisfaction, and loyalty; Planning and implementing RM programmes; Monitoring and controlling relationships; Customer Relationship Management (CRM); Relationship marketing and communities; Social media marketing; B2B marketing; B2B relationship marketing; Key account management; B2B network relationships; B2B marketing in action. |
Recommended Texts |
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Reading lists are managed at readinglists.liverpool.ac.uk. Click here to access the reading lists for this module. |